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首页> 外文会议>International Symposium on Sustainable and Clean Energy;International Conference on Quality in Research >Categorization of Brand Contact Attributes in a Public Space. Study Case: Lapangan Banteng Park Jakarta
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Categorization of Brand Contact Attributes in a Public Space. Study Case: Lapangan Banteng Park Jakarta

机译：公共空间中品牌联系属性的分类。 学习案例：拉邦本北城公园雅加达

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摘要

A brand cannot be created without the context of consumers. People need to interact with the brand to create the brand itself. The interaction through communication between consumers and a brand is called brand contacts. Brand contacts that are repeated and then received in people's minds create a different image for each person. That image contributes to the establishment of a public place brand and determines an individual's perception and perspective towards the brand. For a brand contact to occur, it needs a vehicle called brand contact attributes to accommodate the interaction between the consumers and the brand. This paper aims to explore and reveal people's responses towards brand contact attributes in a public space. Kano's model and I-S model were used as a tool to examine the differences between brand contact attributes in a public place. These models utilize fulfillment, satisfaction, and importance value to assess the brand contact attributes. Lapangan Banteng Park, located in Central Jakarta, was chosen as a site for the study. The attributes that involve possible physical contact in Lapangan Banteng Park were categorized into five quality attributes based on Kano's model. The I-S model determines the character and quality of the attributes and recommends a basis for further action as required by the specific attributes of a public place. The results show that there are brand contact attributes in Kano's model categories that may be placed differently in the I-S model quadrant.
机译：如果没有消费者的背景，就无法创建一个品牌。人们需要与品牌互动创建品牌本身。通过消费者和品牌之间的沟通的互动被称为品牌联系人。在人们的思想中重复的品牌联系人为每个人创造了不同的形象。这种形象有助于建立一个公共场所品牌，并决定个人对品牌的看法和观点。对于出现品牌联系，它需要一种称为品牌联系属性的车辆，以适应消费者和品牌之间的互动。本文旨在探索和揭示人们对公共空间中品牌联系属性的回应。 Kano的模型和I-S模型被用作检测公共场所品牌联系属性之间的差异的工具。这些模型利用履行，满意度和重要性值来评估品牌联系属性。 Lapangan Banteng Park，位于雅加达中部，被选为该研究的网站。涉及拉邦班腾公园可能的物理联系的属性被分为基于Kano模型的五个质量属性。 I-S模型确定属性的性格和质量，并根据公共场所的特定属性要求提供进一步行动的基础。结果表明，在I-S模型象限中可以在KANO的模型类别中存在品牌联系属性。

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